Over the Christmas period, consumers shop for the perfect presents, with Brits spending at least £20 billion on gifts annually.
However, waste is one of the biggest side effects of the festive season, as each UK household will throw away between three to four black bags of Christmas packaging, and 114,000 tonnes of this will end up in landfills.
Businesses have a responsibility to help reduce this number by minimising as much packaging waste as possible and encouraging consumers to do the same.
Here’s some ways brands can enforce sustainable practices to reduce packaging waste during the festive period.
Select reusable materials and designs
With so much packaging waste generated at Christmas, businesses can do their part to reduce this by opting for eco-friendly and biodegradable materials to package their products.
Materials like cardboard and paper can be recycled and are some of the easiest materials to dispose of in the UK, with a recycling rate of over 70 percent.
Alternatively, organisations should consider other options like biodegradable plant-based materials, to help reduce the amount of packaging that ends up in landfill.
This consideration can also reduce the cost of single-use packaging and contribute to a circular economy, as reusable packaging is often more economical long-term.
However, businesses can still use durable plastics and fabrics, as these materials have longevity and can be reused.
Designs with secondary uses in mind can prevent packaging from being thrown away instantly, extending its lifespan and encouraging consumers to continue to use it, which will keep it out of landfills.
For example, luxury candle brand Diptyque package their products in elegant glass jars, and when the candle has been fully burnt, the jar can be cleaned and repurposed as a container or storage pot.
Companies can explore versatile packaging designs that transform into gift boxes, ornaments, storage containers, and more, which allow consumers to engage with eco-friendly practices while getting the most out of products.
Get rid of excessive packaging and prioritise minimalism
Extravagant and excessive packaging designs are not uncommon at Christmas, but these designs are the most likely to end up in landfills, creating a lot of waste.
Brands do not have to forgo festive designs entirely, but simplifying packaging to make it easier to recycle and reuse should be a significant factor during the design process.
Opting for smaller and simpler packaging is not only more ecological, but it is also less expensive to produce and ship, which will reduce costs for businesses and reduce single-use packaging waste.
This also includes reducing the use of inks and dyes, which can make packaging recycling more challenging and leave consumers inclined to throw it away.
Companies can spend as much as 15 percent of a product’s retail price on packaging costs, and extravagant and unnecessary packaging designs can further inflate this, so pursuing minimalist designs instead can cut this down, too.
Skincare brand Aesop opts for minimalist packaging year-round but offers more decorative gift sets and boxes at Christmas.
These boxes create an aesthetic gift but can also be recycled or repurposed, which prevents excessive packaging and heavily festive designs from being disposed of immediately.
The minimalist design also ensures consumers pay for the product, not expensive containment solutions.
Offer recycling programs and educate consumers
Increasing consumer awareness of high volumes of packaging waste over Christmas is a pivotal strategy for addressing ongoing challenges, and implementing recycling initiatives can encourage consumers to take a more proactive role in reducing the amount of packaging that ends up in landfill.
Effective recycling programs can facilitate the disposal of packaging correctly by consumers and provide an opportunity for businesses to reduce their environmental impact.
For example, beauty brand Aveda operates its Full Circle Take Back Program, which allows customers to return any empty brand packaging that cannot be easily recycled at home.
By offering a convenient means of disposing of empty packaging, consumers are more likely to do so correctly, rather than getting rid of it with everyday rubbish.
This can also benefit organisations, as they can recycle and reuse returned packaging to reduce production costs and the overall ecological footprint, as less packaging will reach landfill.
Education also plays an important role in reducing waste. Providing consumers with clear information about recycling best practice and encouraging individual responsibility for recycling can increase awareness of the environmental consequences of landfill and waste.
Consumers with easy access to information and instructions are more likely to participate in recycling programs and make more informed choices about packaging disposal.
46 percent of consumers expect brands to take the lead on making sustainable changes, so designing packaging that features recycling instructions or information about sustainability efforts can guide them when it comes to packaging disposal.
During the Christmas period, employing strategies such as using picking bins can effectively minimize packaging waste, allowing consumers to select products with minimal packaging and promoting eco-friendly practices for a more sustainable holiday season.
About the Author
Steve Brownett-Gale is a marketing professional with a career spanning both communications and products in B2B and B2C markets across Manufacturing and Services sectors. At Lifestyle Packaging, in his role as Marketing Lead, Steve is responsible for positioning the company as a world-leading supplier of innovative and ground-breaking packaging devices in the cosmetic, wellness and alternative health industries, as well as offering a unique and disruptive supply chain model.
